Christina Goulding - Böcker

Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This is because most conventional marketing thinking takes a broadly managerial perspective without reflecting on the wider societal implications of the effects of marketing activities.In response this important new book is the first text designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing. Uniquely it provides:· The latest knowledge based on a series of major seminars in the field· The insights of a leading team of international contributors with an interdisciplinary perspective. A clear map of the domain of critical marketing· A rigorous analysis of the implications for future thinking and research.For faculty and upper level students and practitioners in Marketing, and those in the related areas of cultural studies and media Critical Marketing will be a major addition to the literature and the development of the subject.

Written with a clarity of style and a practical slant throughout, Grounded Theory represents a primer for organizational, business, and marketing students studying for research degrees who would like to adopt the grounded theory methodology approach for their dissertation or thesis. In a similar vein, it also should be a hugely important resource for researchers. It aims to both properly contextualize grounded theory by looking at its background, characteristics and the different sides of the argument of its potential for the researcher, but also to outline how the approach may be applied within a research context.

Grounded Theory is different from other texts on four levels:

It offers an overview of qualitative methods in general and locates grounded theory in this context; It compares and contrasts the various grounded theory approaches in an accessible manner; It offers an in-depth case study for students and researchers to follow/use; And it provides a critique of the methodology itself.

Essential reading for advanced students and academics in the fields of organizational and business studies, marketing and management.

Written with a clarity of style and a practical slant throughout, Grounded Theory represents a primer for organizational, business, and marketing students studying for research degrees who would like to adopt the grounded theory methodology approach for their dissertation or thesis. In a similar vein, it also should be a hugely important resource for researchers. It aims to both properly contextualize grounded theory by looking at its background, characteristics and the different sides of the argument of its potential for the researcher, but also to outline how the approach may be applied within a research context.

Grounded Theory is different from other texts on four levels:

It offers an overview of qualitative methods in general and locates grounded theory in this context; It compares and contrasts the various grounded theory approaches in an accessible manner; It offers an in-depth case study for students and researchers to follow/use; And it provides a critique of the methodology itself.

Essential reading for advanced students and academics in the fields of organizational and business studies, marketing and management.